Digital Advertising

Overview

This course is about effectively engaging audiences with digital advertising across websites, mobile apps, streaming videos and other types of digital content through programmatic technology, campaign planning frameworks, and the Google Ads self-serve campaign management platform. Consumers are increasingly spending more of their time online through a variety of connected devices. Advertisers can now promote their products or services through targeted display, video and audio ads in a way that is non-disruptive - and increasingly integrated into the digital experience for these customers.

Syllabus

Introduction to Digital Advertising

In this introductory overview on the course, you'll meet your instructor, and discuss more about what you'll learn, the project, and what tools you'll use.

Audience Fundamentals

In this lesson on Audience Fundamentals, we will introduce you to key concepts and fundamentals for reaching audiences in digital advertising.

Multichannel Formats

In this lesson on Multichannel Ad Formats, we will review the different types of ads that advertisers can create to engage audiences who are consuming digital content across a variety of devices.

Programmatic Technology

In this lesson on programmatic ad technology, we will explore how the use of automated technology enables advertisers to buy and measure digital ads delivered across publishers.

Campaign Planning

In this lesson on campaign planning, Walkthrough a framework for planning an effective campaign and introduce you to display and video advertising through the Google Display Network and Youtube.

Campaign Management

In the final lesson on Campaign Management, we will show you how to efficiently create your campaigns and deliver successful outcomes for your advertising goal using Google Ads' self-service features.